Industry gearing up for autumn sales
Angela Keegan of MyHome.ie
Property website myhome.ie is launching a new advertising campaign today timed to coincide with the start of the autumn property selling season. Valued at about €400,000, the campaign makes a passing nod to Google Street View technology, as the 30-second television ad incorporates panoramic street images on to one rotating world.
Explaining the motivation behind the campaign, myhome.ie managing director Angela Keegan said: “The property market turned a corner in 2013 after six very challenging years. We are seeing an influx of buyers coming to the market who had put their buying decision on hold until now. A lot of these people are time poor, and we are trying to constantly adapt the myhome experience to that reality. In the last six months we have developed our mobile platforms in order to reach all those active in the market and make their property experience as enjoyable as possible.”
The My Home My World ad is the brainchild of advertising agency Havas, who shot 16 hours of footage across 22 locations on a specialist Ladybug 5 street-view camera. The visuals are accompanied by an upbeat soundtrack, Happy by Dublin band RED KID. The ads will appear on television, in print and online from myhome.ie, which is owned by The Irish Times. Low stock of houses for sale remains a major issue, but the new ad campaign from myhome.ie and increased online advertising by estate agents point to a gearing up in the industry that hasn’t been seen since before the economic downturn.